Lego has maintained strong growth within the toy industry by leveraging popular licensed intellectual properties and maintaining a robust global supply chain. The company successfully tapped into the "kidult" market through collaborations with major franchises like Marvel, Harry Potter, and Formula 1, appealing to adult collectors while retaining its core younger audience. Strategic manufacturing locations in Mexico, Hungary, and Vietnam have supported efficient distribution, and plans are underway for a new production facility in Virginia, set to open in 2027.
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